Behavior patterns: increasing conversions through user guidance

What impulses motivate modern customers to make a purchase decision? Behavior patterns provide answers to this complex question and are effective methods for controlling the behavior of leads and customers. The intensive study of behavior patterns shows you potential for improvement in the customer journeys of your target groups.

This will provide you with valuable know-how on which cognitive behavior patterns individual buyer personas follow. Some marketing and sales agencies use over 60 common behavior patterns to increase their customers' e-commerce sales.

Targeting users in e-commerce through cognitive behavioral patterns

In your company's marketing and sales department, everything revolves around getting the attention of your target groups. You want to convince them of your products and services and ultimately win them over as customers. If you want to survive on the market in the long term and expand your market position, it is not enough to rely on assumptions. You are forced to use structured methods to predict the behavior of potential and existing customers as accurately as possible.

Emotions and unconscious patterns of action have a significant influence on decisions.

Almost every intuitive purchase decision is influenced by a cognitive behavioral pattern and can be steered accordingly. Apply behavioural patterns to your marketing and sales channels to optimize your design, content and processes. You can make use of psychological insights that allow you to direct visitors to your website or online store in a targeted manner.

Positive effects of behavior patterns

Your target groups are happy to accept help that reduces the effort involved in decision-making and makes purchasing easier. Targeted impulses that fit seamlessly into the customer journey achieve the following effects:

• They increase the attractiveness of your website.

• They lead to the generation of high-quality leads.
• You increase the conversion rate.
• You strengthen the loyalty of your target groups to your brand.

In order for each behavior pattern used to optimally support your content and sales strategy and achieve the desired success, you need to know your target groups precisely and, ideally, have comprehensively developed buyer persona profiles.

Examples of successful behavior patterns

Behavior patterns have evocative names that give an indication of how they work. The best-known cognitive behavior patterns that are used in e-commerce include the Decocy Effect, Value, Curiosity, Authority, Known, Endowed Progress Effect, Loss Aversion and Scarcity behavior patterns:

• Decoy Effect: If you give your potential customers the choice between a cheaper and more expensive version of a product or service, the majority will opt for the cheaper version. If you offer an additional premium version at an even higher price, most customers will choose the originally most expensive and now mid-priced version.

• Value: The Value behavior pattern is an integral part of online stores and consists of three to five unique selling points - such as free shipping, a 100% satisfaction guarantee and an extended return policy - that make the use of a product or service appear particularly attractive to customers. The aim is to give customers the certainty that they are making the right decision through the value proposition. The highly visible placement of USPs (Unique Selling Propositions) on the website is crucial to the success of Behavior Patterns Value.
•  Curiosity: With the behavior pattern Curiosity you appeal to the curiosity of your target groups and arouse desire. Means of optimizing content with regard to the Curiosity behaviour pattern include storytelling with outstanding image and video content as well as offering innovative complete solutions that go beyond the actual need through complementary products.
• Authority: The Behavior Pattern Authority is based on building trust. Certifications, awards, seals of approval, test results, publications on specialist portals and in trade journals as well as expert opinions give uncertain prospective customers the feeling that they are making the right decision - especially when purchasing high-priced products and services.

• Known: If you provide your prospective customers with a basis for comparison, you can better assess the features and added value of your products. You can use the Known behavior pattern in written and visual form. It is important to choose sensible combinations that allow your users to make a realistic comparison - for example in terms of performance, size and strength.
• Endowed Progress Effect: Show your users where you are in the ordering process, create trust through transparency and at the same time give your customers the motivating feeling of making progress. The Endowed Progress Effect behavior pattern encourages your users to successfully complete complex and boring processes.
• Loss aversion: People perceive the loss of possessions, privileges and benefits as extremely bad. This can be an actual condition or one suggested by clever argumentation. Caution: There is a fine line between subtle storytelling and unnecessary scaremongering, so exaggerations that stir up unnecessary fears can damage your brand image and drive up bounce rates.
• Scarcity: When used wisely, the Scarcity behavior pattern is ideal for prompting prospective customers to make quick purchasing decisions. Limited and scarce offers - combined with high demand - trigger desire. The fear of missing out on something motivates users to make spontaneous purchases. Examples of actual and artificial shortages include statements such as "Only two items left in stock" or "Only four places left".

Conclusion - more success through behavior patterns

Adapt your marketing and sales processes to the needs of your target groups. Use behavior patterns consistently and with the necessary empathy for the needs of your target groups to set yourself apart from your competitors and significantly increase your conversion rates and sales. While some behavior patterns - such as Endowed Progress or Authority - promise fundamental success, others - such as Scarcity and Loss Aversion - should be used with caution. The right impulses and triggers improve the shopping experience and are an effective tool for customer loyalty.